Detail Inovasi Perguruan Tinggi

Tema: Manajemen Pemasaran
Judul: What If Future Never Comes? Perceived Future Anticipation To Create Brand Personality And Autobiographical Memory
Perguruan Tinggi: Universitas Presiden
Jenis/sdm: dosen/0610107801

Tahun: 2019

Future is always a mystery and interesting to be explored more. By understanding only a little part of the future will gain a lot of benefits for they who know it. For instance, a kid who understands that in the future she/he will become a good musician will be more likely to learn music harder compared they who do not know their future. The same thing happens to companies. They who understand a little part of the future will gain benefits more. This philosophy is the basic idea of marketing driven paradigm which means that companies have to identify the future needs and wants from their customers in order to be always one step ahead competitors (Curlo & Chamblee, 1998; Kotler & Armstrong, 2011).